10 Tips for Employees to Succeed with Employee Advocacy

How to Empower Your Employees to Be Your Company’s Voice


Since launching our Employee Advocacy program we’ve learned a lot. We knew we wanted to embark on this journey, and really partner with our employees as they are the voice of the brand. But, we also understood that it would take time to mature, and some employees would need more guidance than others.

We’re focused on making sure our employees at Cathay Pacific and DragonAir have the proper training and tools to succeed. As the program has evolved we’ve maintained that focus and continue to assist employees with best practices, tips, and tricks to get the most out of their efforts on social media.

I compiled this list of 10 tips that can benefit any employee advocate looking to make the most out of their efforts on behalf of their company.

(1) Submit Content for Co-Workers to Share: The importance of integrating employees with the content curation portion of an employee advocacy program cannot be overstated. Your employees have a pulse on the market and are pros at surfacing great content the entire company could benefit from. Encourage them to seek out quality content and to not be shy about submitting it for potential distribution.

(2) Consistency is Key: The best way to get a reaction on social media is to be consistent with your posts, voice and opinions. Be smart with your timing and make sure not to disappear for too long, but also not to overwhelm by posting too much. Develop a cadence that works for you and take advantage of the tools you have to manage your time effectively by scheduling posts if needed.

(3) Be Thoughtful When Sharing: Decide what type of content is appropriate for each of your channels. Company news and press may work best on LinkedIn, more conversational pieces may fit best on Facebook, and industry news and tips could be ideal for Twitter. Think about what is appropriate for the audience before you share. Posting the same content across all three channels at the same time is likely not the best approach.

[bctt tweet=”Are you an employee advocate for you company? Here are 10 tips you could use via @DennisOwen”]

(4) Build and Expand Your Networks: Now that you have content to share, build your networks with appropriate people in your field. If you are in sales, add your customers and prospects that you know well on LinkedIn. If you have a particular specialty, follow people on Twitter in that industry. By doing this many people will follow you back, thus expanding your social presence and reach.

(5) Become A “Go To” Source: Now that you’re armed with the right content start developing your voice as an expert in your field. Your personal brand carries a lot of clout, and your followers will start to look to you as a knowledgable source in your industry and on behalf of your company.

(6) Make it Personal: When you share content make sure to always inject a comment or opinion alongside it. Personalization is critical in order to develop trust with your audience and elicit a response. Be a real person, someone your followers can relate to, and you’re sure to spark a conversation.

(7) Engage With Your Audience: When someone comments on your post acknowledge it, “like” it, “favorite” it, or say “thanks for the comment” or have further dialog when it makes sense. Your audience wants acknowledgment just as much as you do. Those little touches go a long way to developing an engaged audience for the long haul.

[bctt tweet=”Be thoughtful when sharing company content with your audience. 10 tips on #employeeadvocacy via @DennisOwen”]

(8) Create Your Own Content: Everyone loves a personal touch. Perhaps you have an interesting ‘Behind The Scenes” story about what you do at your company. Maybe you have some great photos that capture your company culture or co-workers in action. Those are great examples of content that only YOU can produce, and that your team are very likely to want to share.

(9) Invite Your Colleagues: If you’re able to invite your coworkers I’d highly encourage it. There is no better introduction to an Employee Advocacy program than when it comes from a fellow team member themselves.

(10) Make It Fun: Last but certainly not least, this should all be enjoyable…and never mandatory. Have fun with it, learn new things, and experiment with different strategies until you find something that works for you as an individual.

I hope this list gives you some direction and ideas as an employee…or some tips to offer your workforce if you’re a manager or looking to start your own program in the future. Keep things fresh, experiment, and don’t be afraid to ask for feedback along the way. Feel free to reach out to me directly if you have comments or thoughts on these tips or Employee Advocacy in general.

Post Author

Dennis Owen

Group Manager Social Media at Cathay Pacific Airways. My role is to understand how social media is evolving as a discipline, and incorporate that into Cathay Pacific in ways that meet our strategic objectives on a global basis. Being enthusiastic about social media, I am constantly looking for new and innovative ways to raise the company profile in this area.